AN EVALUATIVE STUDY OF THE IMPACT OF ROBOTIC ADVISORS ON INVESTOR PERCEPTION, DECISION-MAKING, AND PORTFOLIO MANAGEMENT STRATEGIES"

ABSTRACT This study investigates the influence of robotic advisors (robo-advisors) on investor perception, decisionmaking processes, and portfolio management strategies. Specifically, it aims to evaluate the level of trust investors place in robo-advisors compared to traditional human advisors, measure investor satisfaction with robo-advisor services, and analyze demographic differences in their adoption and perception. Using a mixedmethods approach, data were collected through surveys and interviews targeting a diverse group of investors. The study employs ANOVA and multiple regression analyses to test the hypothesis that investor perception significantly impacts the use of robo-advisory services. Our findings indicate that while investors generally trust robo-advisors for their ease of use and responsiveness, there remains a noticeable preference for traditional advisors due to the perceived lack of personalized interaction with robo-advisors. Satisfaction levels are higher among younger, technologically proficient investors who appreciate the efficiency and accessibility of robo-advisors. Conversely, older and more experienced investors exhibit skepticism towards automated investment solutions. Furthermore, the study reveals that robo-advisors significantly influence investor decision-making by encouraging better portfolio diversification and appropriate risk management. Demographic analysis using ANOVA highlights significant differences in the adoption rates and perceptions of robo-advisors across age, income level, investment experience, and technological proficiency. In conclusion, the research underscores the growing impact of robo-advisors on the investment landscape, particularly among younger investors, while also identifying areas for improvement in building trust and personalization. These insights are valuable for financial firms seeking to enhance their robo-advisory services and better meet the needs of diverse investor groups. Keywords: Robo-advisors, financial planning, Investor behaviour, Technology adoption